|
|
|
|
| 3. CRM analysts develop . . . and use sophisticated . . . techniques to unearth the riches hidden in customer data. |
| Antwort anzeigen |
|
|
| |
|
|
|
|
|
|
|
| 5. Internal information can come from many departments. Name at least four of them: |
| Antwort anzeigen |
|
|
|
|
| |
|
|
|
|
|
| 7. Internal databases usually can be accessed more . . . than other information sources |
| Antwort anzeigen |
|
|
| 8. Marketing intelligence is the systematic collection and analysis of . . . information about competitors and developments in the marketing environment. |
| Antwort anzeigen |
|
|
| 9. Marketers can obtain the needed information from internal data, marketing intelligence, and . . . |
| Antwort anzeigen |
|
|
| |
|
|
|
|
|
| 10. The goal of marketing intelligence is to improve strategic decision making, assess and track . . . actions, and provide early warning of opportunities and threats. |
| Antwort anzeigen |
|
|
| 11. Much intelligence can be collected from people . . . the rival companies - executives, engineers and scientists, purchasing agents, and the sales force. |
| Antwort anzeigen |
|
|
| 12. The . . . is proving to be a vast new source of competitor-supplied information. |
| Antwort anzeigen |
|
|
| |
|
|
|
|
|
| 13. The growing use of marketing intelligence raises a number of . . . issues. |
| Antwort anzeigen |
|
|
| 14. Marketing research can help marketers assess market potential and market share; understand . . . satisfaction and purchase behaviour; and measure the effectiveness of pricing, product, distribution, and promotion activities. |
| Antwort anzeigen |
|
|
|
|
| |
|
|
|
|
|
| 16. Marketing managers and researchers must work closely together to define the . . . and agree on research objectives. |
| Antwort anzeigen |
|
|
| 17. A marketing research project might have one of three types of research: |
| Antwort anzeigen |
|
|
| 18. To gather preliminary information that will help define the problem and suggest hypotheses is th objective of: |
| Antwort anzeigen |
|
|
| |
|
|
|
|
|
| 19. To describe things, such as the market potential for a product or the demographics and attitudes of consumers who buy the product, is a objective of: |
| Antwort anzeigen |
|
|
| 20. To test hypotheses about cause-and-effect relationships is a objective of: |
| Antwort anzeigen |
|
|
|
|
| |
|
|
|
|
|
| 22. The research plan should be presented in a written proposal and should cover |
| Antwort anzeigen |
|
|
| 23. Explain the differences between secondary data and primary data. |
| Antwort anzeigen |
|
|
| 24. Why do researchers usually start by gathering secondary data? |
| Antwort anzeigen |
|
|
| |
|
|
|
|
|
| 25. What are the main problems regarding secondary data research? |
| Antwort anzeigen |
|
|
| 26. What are the main advantages and disadvantages of primary data research? |
| Antwort anzeigen |
|
|
|
|
| |
|
|
|
|
|
| 28. A plan for primary data collection calls for decisions on . . |
| Antwort anzeigen |
|
|
| 29. Name at least 3 German well known companies specialised in primary research (if necessary, do an online-search) |
| Antwort anzeigen |
|
|
|
|
| |
|
|
|
|
|
| 31. What are the main contact methods in primary data research? |
| Antwort anzeigen |
|
|
| 32. Gathering primary data by observing relevant people, actions, and situations is called: |
| Antwort anzeigen |
|
|
| 33. A company that wants to know about people s knowledge, attitudes, preferences, or buying behavior can often find out by asking them directly. Thisapproach is called: |
| Antwort anzeigen |
|
|
| |
|
|
|
|
|
| 34. Whereas observation is best suited for exploratory research and surveys for descriptive research, . . . is best suited for gathering causal information. |
| Antwort anzeigen |
|
|
| 35. Which researchmethod tries to explain cause-and-effect relationships? |
| Antwort anzeigen |
|
|
|
|
| |
|
|
|
|
|
|
|
| 38. How can the control of the sample in online surveys get improved? |
| Antwort anzeigen |
|
|
|
|
| |
|
|
|
|
|
|
|
| 41. Increasingly, marketing researchers are collecting primary data through . . . marketing research: . . . surveys, experiments, and online focus groups. |
| Antwort anzeigen |
|
|
| 42. Marketing researchers usually draw conclusions about large groups by studying a small sample of the total consumer population. A sample is a . . . of the population selected to represent the population as a whole. |
| Antwort anzeigen |
|
|
| |
|
|
|
|
|
| 43. If every member of a population has a known and equal chance of selection, this sampling method is called: |
| Antwort anzeigen |
|
|
| 44. When you ask people to complete a sentence: "When I choose an airline, the most important consideration is . . ." - this is a . . . Question. |
| Antwort anzeigen |
|
|
| 45. Researchers must process and analyze the collected data to isolate . . . |
| Antwort anzeigen |
|
|
| |
|
|
|
|
|
| 46. The researcher should not try to overwhelm managers with . . . . Rather, the researcher should present important findings that are useful in making the major decisions faced by management. |
| Antwort anzeigen |
|
|
| 47. Sometimes managers may be biased - they might tend to accept research results that show what they . . . . |
| Antwort anzeigen |
|
|
| 48. Findings can be interpreted in different ways, and discussions between researchers and managers will help point to the best interpretations. Thus, managers and researchers must. . . |
| Antwort anzeigen |
|
|
| |
|
|
|
|
|
